Clippers F Blake Griffin’s dunk over a Kia Optima which won the Sprite Slam
Dunk Contest last Saturday as part of the NBA’s All-Star Weekend will be incorporated
into a TV ad breaking Friday on ESPN’s NBA doubleheader, as well as Friday's
Clippers-Lakers broadcast on FS Prime Ticket and FS West. The ad shows a side
view of the dunk in slow motion, enough to include the beauty shot that is a
staple in any auto ad. It says, “Not your average dunk. Not your average mid-sized
sedan.” Print versions of the ad appear in Friday’s USA Today and L.A. Times.
The question now is how long that moment will endure, said Tim McGhee, Senior
VP for IMG Consulting, Kia's sports and sponsorship agency. On Sunday, the day
after the dunk, Griffin did an appearance at NBA Jam Session fan fest and even
after he signed the car and left, fans were queuing to get pictures of themselves
next to the Kia he dunked over (Terry Lefton, THE DAILY). Kia Dir of
Marketing Tim Chaney said that the brand "didn't pay an additional fee to the
NBA, which shot the spot for them, because of the car's status as the official
car sponsor of the league." Chaney noted that it is "possible that the ad will
run throughout the remainder of the season." CNBC.com's Darren Rovell reported
"right now, the deal is a one-off with Griffin, but Kia and Griffin's agency
Excel Sports Management have continued discussions on possibly doing a longer
term deal." The only other athlete on Kia's endorsement roster is golfer Michelle
Wie (CNBC.com,
2/24).